@Ionus,
Io--they think putting A in with B under X conditions and noting the result is science. And it is what kids do. Infants even. All you need to do to impress these silly sods is think up new As, Bs and Xs. If that's too difficult they test out somebody else's As, Bs and Xs to confirm their findings. Interlard the finished product with magical words and, hey-presto, your readers feel a scientific mood coming over them which then qualifies them to hold forth definitively on any subject under the sun and being entitled to be listened to with respect and admiration.
It's not that much different to thinking oneself to be Napoleon or the Second Coming. Professional educators exploit this sentimental weakness in like manner to that of prostitutes exploiting another, but related, weakness. IQ measurement franchises too. The fashion industry.
A bloke I knew did a PhD thesis on the reproductive mechanisms of a type of fish which had been missed by all the other Doctorate hopefuls because it was only found in a previously unexplored tributary in the Amazon delta. He was a knowall and supercilious with it.